MARKETING BROADWAY
TO NEW AUDIENCES
AN EXECUTIVE REPORT
CLIENT: THEATRE DEVELOPMENT FUND
Marketing Strategy: Economic Development, Destination Marketing, Arts & Culture
ABOUT
Marketing Broadway to New Audiences is an executive report with focus group findings, desk research, and strategic recommendations for marketing Broadway to New Yorkers who don’t patronize or identify with the district.
The project included focus groups and interviews with more than two dozen participants in New Audiences for New York (NANY), a Theatre Development Fund program that provided subsidized tickets, ground transportation, and teaching artists for 60-plus community organizations across New York City.
The report includes:
A SWOT analysis of the NANY program and recommendations for strengthening it;
An analyses of audience development initiatives across the U.S. and overseas; and
Action steps for marketing Broadway and theatre beyond to culturally diverse audiences.
PROJECT TEAM
Brian Tate, Strategist/Writer/Researcher
Robert Gore, Program Outreach Coordinator, Theatre Development Fund
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